顧客滿意、品牌權益與顧客終身價值關係之研究－以KTV為例

• Main Author: 謝東霖
• Other Authors: 林陽助
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/16652496208821385999

碩士 === 東吳大學 === 企業管理學系 === 89 === Abstract With the trend of stressing service efficiency and quality, the line between manufacturing industry and service industry is getting indistinct. The focus of economic activities has turned to service from products. Customer satisfaction has played an important role in business operation. Recognizing the higher satisfaction leads to higher customer loyalty, many companies today are aiming for customer satisfaction, brand equity and convert first-time customer to repeat customer. From the statements mentioned above, we know that the relationships among customer satisfaction, brand equity, and customer lifetime value have some influence over the performance of business operation. The conceptual scheme proposed in the study begins with customer satisfaction, and extract customer lifetime value through brand equity. The proposed model was tested across KTV. Besides, 250 customers were requested to answer the questionnaire and the effective respondents were 188 sets. The collected data was analysed by bivariate correlations and structural equation models. The conclusions of this research are summarized as following: 1. The customer satisfaction has positive and significant influence on brand equity; the quality of servants and products has most influence. 2. The brand equity has positive and significant influence on customer lifetime value; the brand association and brand loyalty have most influence. 3. The customer satisfaction has positive and significant influence on customer lifetime value; the quality of servants and products has most influence. 4. Customer satisfaction may influence customer lifetime value through brand equity. Keywords: Customer satisfaction, Brand equity, Customer lifetime value